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John Gobble
Ericka Watkins
Janine Bonilla
Dan Mccarthy
The Rediscover CultureCampaign
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SWOT AnalysisStrengths
They have a lot to offer (event/catering services, classes, auditions, performances, artexhibits and concerts.
Great location in the heart of the city, around the Cultural District and near hotels and busyrestaurants.
Quality entertainment/activities Dedicated to a very important cause and important figure in Pittsburgh (playwright August
Wilson). Reputation
Cheap membershipsWeaknesses
Very little to no marketing for all of their services such as acting/dance classes and venueservices.
No membership page on their website potential members must call AWC to order amembership. No membership ads.
Very tight budgeting for everything. No consistent way of obtaining attendee information therefore no solid relationship with any
attendee. Too many types of memberships No mission/lacking relevance Small Staff Negative image of August Wilson Narrow-minded
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SWOT Analysis
Opportunities
Create fun and easy ways for those who attend an event at AWC to provide their contact info andother feedback.
To make a membership page on the website where a membership can be purchased anytime,anywhere.
To become an effective and involved part of the Pittsburgh Cultural District. Using social media as an interactive and affordable way to reach target.
Collect contact information Good Area Pittsburgh is boring/young people dont always want to drink at clubs Advertising Growth Mass transitThreats
Other theaters in the Cultural District are competing for attendance.
People may already have memberships to other theaters. Not enough followers on social media platforms. Other events happening in the city (especially sports!) Parking Sports Misconception
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Target
Our target market is 25-34 year oldfemales, who are fans of the arts and are
familiar with the cultural district enough topurchase a membership to the AugustWilson Center for African AmericanCulture.
The Pittsburgh population of women aged25-34 is 12.87% or 38,030 women.
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Target
Name: MaraAge: 27Occupation: AD Sales
AssociateResides: Lawrenceville,PAHobbies: Dance,singing, and theater.Loves Hip-hop andR&B, and enjoyssculpting as well.
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Advertising Objectives
Selective Demand
Direct Action
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Advertising Objectives
(Continued)Advertising Pyramid (Continued)
Conviction
Desire
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Advertising Objectives
(Continued)Advertising Pyramid
Awareness
Comprehension
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Advertising Objectives
(Continued)Advertising Pyramid (Continued)
Action
Purchase Behavior
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Objectives and Strategies
Objective: Use an advertising campaign that is designed
to increase membership at AWC
Strategy: Use a combination of low priced media in an
effective way to entice our target market topurchase memberships
Our group wants to maximize the effect of theadvertising to insure that it reaches everybodyin the target market that we intend it to
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Budget
AWCs total revenue for 2010 was$4,860,798
Based on the notes, it seemed that 3.0%(of revenues or sales from 2010) was anappropriate amount to spend onadvertising. Therefore, it can be assumed
that the AWC should spend approximately$145,900.
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Media
Dedicated Membership Page
augustwilsoncenter.org/memberships
Facebook and Twitter Playbills
Direct Email
Posters FedEx Office
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Media
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Media
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Media
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Media Impressions
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The Big Idea
Rediscover Culture- The AWC is being
rediscovered and rebranded to bring it up-to-
date for our target and to be more accessible
for them. The rebranding campaign means a
change in the logo, tagline and most media.
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The Big Idea - LogoThe logo uses the same A as in the original logo because it has significance to
those who are already familiar with AWC. Shortening the logos name to AWC
abbreviates the title making it a more friendly language for the tech-savvy target
group. It is the A that is the focal point and that is the essential part of the logo.
Not only does is represent the name of the person who the theater is named after
but it is also a symbol of the very place itself. Black is used for simplicity and
timelessness as well as the font Onyx which best compliments the AWC A.
BEFOREAFTER
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The Big Idea - Tagline
Rediscover Culture
- Represents the renovation of AWC
- Means its a fresh new start- Establishes the fact that they are also a part of
Pittsburgh culture
- Suggests that culture is being somewhat muddled
and to rediscover or gain a new perspective ofit
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Membership Page
The new membership page address will be:www.augustwilsoncenter.org/memberships
It includes a menu of all the membership levels and thebenefits that come with them.
The price for each membership.
An option provided by PayPal that will allow the viewer topurchase a membership at any time.
Special offers having to do with QR codes on the posters.
Links to all social media portals. Member spotlight: A short paragraph written about a current
member and their experience with AWC, updated on a weeklybasis.
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SocialMedia
Currently AWC is linked to Facebook, Twitter and
YouTube. Facebook/Twitter: Will be updated daily and often present questions and
discussions to engage viewers and friends to get involved intellectually withAWC. Also there will be special offers and promotions provided through Facebook.
YouTube: Presents exciting opportunities to view auditions, monologues, and
singing on their own AWC Youtube Channel. There can be contests and giveaways
that directly involve the YouTube Platform.
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DirectMail
Direct mail will be categorized by two types:
Members
Subscribers
It will include updated pamphlets, flyers, coupons,
and any other promotional material that caters to
the current events at AWC. It will be sent on amonthly basis.
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Playbills
See Visuals!!
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Posters
See Visuals!!!
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Cornerstones
Membership Web Page
Landing Page for all other touch points
$4000 to design and $325 per month to maintain
8 memberships per month plus survey feedbackhttp://www.designquote.net/html/dq_estimate_wizard.cfm
http://www.normely.com/
Pittsburgh Cultural Trust Playbills
$23,880 for more than million playbills
Embedded QR Code
25 memberships per monthhttp://www.culturaldistrict.org/assets/1932/FINAL_Rate_book_11.pdf
http://www.culturaldistrict.org/assets/256/RateCard_10-11_Season.pdf
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Other Touch Points
Social Media: Facebook and Twitter
Already have a dedicated employee
Social Media Strategy Audit and CoachingSessions
$24,000 budget amount could decrease
26 memberships per monthhttp://mackcollier.com/so-how-much-will-a-social-media-strategy-cost/
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Other Touch Points
Direct Email: ConstantContact.com
Existing database
5,001-10,000 emails per month 1 Membership per month is still a value at
$52.50 per month costhttp://www.constantcontact.com/email-marketing/pricing/index.jsp
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Media Flow Chart
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Budget Summary
Last year AWC did $30,352 in memberships
Propose a 250% increase to $76,000
Advertising Budget of $58,965 Return on Investment
= ($76,000 - $58,965)/$58,965
= 29%